Beauty is increasingly homemade. Validating the progressing DIY beauty trend, the at-home beauty devices market is pulsing with potential. However, despite near 22% growth globally in 2012, with underdeveloped markets and skin care needs such as anti-aging and cellulite/body toning yet to be comprehensively addressed, the market’s potential is still being realized according to the recently published Beauty Devices: Global Market Analysis and Opportunities by worldwide consulting and research firm Kline & Company.

Given the global diversity concerning consumer awareness, regulatory requirements, purchase channels, and device availability, a genuine wealth of unrealized potential awaits marketers of at-home beauty devices. Launching devices in some countries differs significantly with some national authorities, such as South Korea’s KFDA, China’s CFDA, and the FDA in the United States establishing particularly strict acceptance criteria for devices using specific types of technology or addressing specific skin care concerns. In a recent interview with Kline, Kevin Appelbaum, CEO of Tria—amanufacturer of the only FDA-cleared laser available for home use—counseled that the substantial time and resource investments in clinical testing to meet these requirements ultimately serve the consumer’s health and safety, and further legitimize the industry.

Seeking new markets, several well-established brands in the United States, including No!No!, Tria and Clarisonic, are intent on replicating their success throughout Europe, while Clarisonic is also expected to launch in South Korea in 2013.

The expansion of sales channels and distribution networks will also continue to be one of the crucial factors to positively affect future market growth. Here too the disparity between regions affords both insight into market positioning and product perception, and reveals much untapped potential. For instance, mass market outlets generate over 50% of sales in Europe and 45% in Japan, with the latter including home appliance stores and chain electronics stores, such as Yamada Denki, Biccamera, Eden and Tokyu Hands. By contrast, within the United States the mass market channel is enhanced little, but direct sales is the leading channel of distribution, representing near 50% of total sales.

Another growth opportunity has been observed in Japan, where electronic home appliance marketers are partnering with cosmetic marketers to offer topical products and kits. This synergistic idea is well illustrated by Panasonic recommending Shiseido cosmetic products for use with its devices. These mutually beneficial and savvy ventures combine the traditional and proven, with the latest skin care technology.

L’Oréal’s purchase of Clarisonic may yield a similarly astute marketing marriage and inspire more of these arrangements wherein new-to-market tech brands can enjoy the cachet and reach of established cosmetics brands, while the latter can benefit from potentially brand-enhancing cutting-edge diversification. Essentially, the global at-home beauty devices market is likely to see a greater tendency of mergers and acquisitions activity as large established marketers acquire smaller marketers to gain market share and intellectual capital in this relatively avant garde segment.

At-home beauty devices are gaining greater acceptance and yet their application potential also appears to be under-marketed. Ewa Grigar, senior analyst within Kline’s consumer products practice, comments, “Kline’s research is finding less optimal satisfaction with anti-aging and cellulite-reducing/toning products and herein lies a lucrative opportunity for beauty devices specifically targeting these particular skin care conditions. Similarly, the possibilities afforded by devices treating eczema, actinic keratosis or seborrheic dermatitis, illustrate how broad the at-home skin care device market can be. Effectively, the consumer is switched on and there’s a whole body of potential.”